File(s) under permanent embargo
An exploratory role analysis of opinion leaders adopters, and communicative adopters with a dynamically continuous innovation
journal contributionposted on 2023-05-17, 04:57 authored by Hazeldine, M, Miles, M
Since Venkatraman’s (1989) research on communicative adopters, little attention has been directed toward this segment of consumers who are often very important actors in the adoption process. This research is designed to examine whether Venkatraman's (1989) communicative adopter concept is applicable to dynamically continuous innovations, in this case, Graphic User Interface (GUI) computer software. The communicative adopter group was found to be significantly different than all other groups on all constructs except homophily. Consistent with Venkatraman's (1989) research, the communicative adopter segment can be called "Change Agents." Each of the three segments, opinion leaders, adopters, and communicative adopters, is important to marketers of new GUI computer software, but this research suggests that the best prospects in terms of marketing efforts are the communicative adopters. The results extend research in this area and provide support for theory development. Issues with respect to managerial implications, such as market segmentation strategies, are also discussed.
Publication titleJournal of Applied Business Research
PublisherWestern Academic Publishers
Place of publicationUSA
Rights statementCopyright © 2010 The Clute Institute for Academic Research. All Rights Reserved.